Adidas’ sponsorship of the International Association of Athletics Federations has been on volatile terms “for some time now” and the sports brand feels it now has “valid grounds” to pull out, according to sources with inside knowledge of the deal.
With Adidas announcing that Kasper Rorsted, currently chief executive at German cleaning products maker Henkel, is set to join as CEO from October, the new boss will have plenty of challenges as he bids to restore the brand to its past glories.
Reports of corruption have dogged FIFA and the IAAF in recent months, so with high profile sporting events – namely the Olympics and Euro 2016 – taking place this year, what stance should sponsors take?
The classic marketing principles won’t change, but prevailing uncertainty means marketers must be able to adapt campaigns in response to changing events and consumer mindsets.
We arm you with all the numbers you need to tackle the week ahead.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Asos increasing marketing spend to Moonpig’s brand character revamp, it’s been a busy week. Here is my take.
New opportunities will always arise so make sure you have the inner confidence to persevere.